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Typekit's Tim Brown once said: "The web isn't a 'new' medium, it is the evolution of 'all' mediums." IDEO's Tim Brown responded to the question: “What advice would you give designers who are just starting out in their careers?” by saying: “Learn how to code.” Nearly every deliverable today ends up on the Web in some form; which means that it will end up on countless mobile devices, tablets, wearables, car dashboards, TVs, and more. Animation and interactivity are becoming standard requirements in design specs. Rapid prototyping is one of the most valuable skills in the job market. Designers who can't code will find themselves falling behind. Developers who use frameworks at face value are ignoring the value of performance as a fundamental tenet of user experience. In this session, you'll gain insight into creating a sustainable, educated culture that understands the nature of the Web, and how to efficiently create artifacts that take that nature into account.